Executive Director’s Message: Financial Counseling & Planning Connection: Bridging the Gap 

Written By: Rachael DeLeon, Executive Director of AFCPE

October is Financial Planning Month, which has financial counselors, like Charlestien Harris, AFC®, retired financial coach at Southern Bancorp, reminding everyday Americans that just like the seasons, our lives are ever-changing, and so are our financial situations and goals. With 3 months of the year remaining, October is an ideal time for a financial check-in; or as 2024 AFCPE Symposium keynote, Wendy De La Rosa, PhD, suggested – a great time to take a “financial health day.” Everyone understands the value going to the doctor when they aren’t feeling well – what if we did the same for our financial health?  

When it comes to finances, AFCPE is a strong advocate for planning for the future, and we recognize the importance of meeting with qualified, ethical financial professionals. Financial counselors are often the missing link in helping move people toward long-term financial health and/or wealth-building. 

Bridging the Gap  

Next month, I will be moderating a panel at the Financial Planning Association (FPA) Conference in Las Vegas, NV. Our panel features Accredited Financial Counselors and Financial Planners who are building bridges to better support their clients’ financial health in a more holistic way. The session is entitled, “Partnering for Success: The Business Case for Financial Counselor Collaboration.” 

Our panel will feature three members of the AFCPE community:  

• Adrienne Ross, AFC®, ChFC, CFP®  

• Jessica Medina, AFC® 

• Oriana Falkowski, AFC® 

It’s an opportunity to educate on the value of financial counseling and how we support financial planners by improving client journeys and outcomes; to share how an AFC® can expand business goals and reduce planner costs; and to amplify new business models to support existing clients and expand access to financial planning services.  

This includes building a more integrated practice, that includes both financial counseling and planning services; building referral relationships that meet clients where they are and get them better prepared for effective financial planning; or adding the AFC® to a planner’s toolbox.  

At AFCPE, our vision is a future where everyone has equitable access to high-quality financial professionals with the opportunity to achieve lasting financial well-being. Achieving this vision means meeting people where they are and creating a more integrated financial health system.  

Bridging the gap between financial planners and AFC® professionals is a critical step in the equation. Other opportunities to build capacity: 

• In the workplace: Where organizations prioritize physical, mental, and financial wellbeing – offering financial counseling as an employee benefit.   

• In community-based organizations: Building capacity to ensure that all people have access and opportunity to highly trained, compassionate AFC® professionals directly within their community. As evidenced through programs like the FINRA Foundation Military Spouse Fellowship, programs where people are served by those with their lived experiences of work.  

• In financial institutions: This includes training community managers that are the bridge between financial services and community outreach, but also wealth management departments, to better support existing clients and break down barriers to access.  

• In higher education: AFC® education is currently offered at more than 31 undergraduate programs, 17 graduate programs, and 3 nondegree seeking programs at colleges and universities across the country, offering viable career paths for those who are passionate about helping people with their money to improve their lives.  

How are you building capacity in your community?  

Where else are you seeing gaps in access?  

When we work together as a more integrated field and find opportunities to collaborate toward greater impact, we move one step closer to achieving our common vision of financial wellbeing in America.  

Hope to see you at the 2025 AFCPE Symposium this November. This event brings together financial counselors, coaches, educators, planners, and researchers working across the field – in higher education, financial industry, private practice, military/government, and the nonprofit space. It’s an opportunity to gain new knowledge, share ideas, and build connections.  

2025 has offered financial challenges for many Americans, including our community. While travel might be out of scope this year, we encourage you to join us virtually. You were made for this moment.